Promote the in-depth integration of intangible cultural heritage and tourism in the most appropriate way

Recently, the Ministry of Culture and Tourism issued the Notice on Promoting the In-depth Integration and Development of Intangible Cultural Heritage and Tourism (hereinafter referred to as the "Notice"). Intangible cultural heritage is an important part of China's excellent traditional culture, an important resource for tourism, and enriches the cultural connotation of tourism. As a new way of life, tourism provides more practice and application scenarios for intangible cultural heritage, and stimulates the vitality and vitality of intangible cultural heritage. Promoting the in-depth integration and development of intangible cultural heritage and tourism is of great significance to do a solid job in the systematic protection of intangible cultural heritage, promote the high-quality development of tourism, and better meet the growing spiritual and cultural needs of the people.

The in-depth integration and development of intangible cultural heritage and tourism is an important measure to promote the development of the cultural and tourism industry and enhance the happiness of people's lives. The Notice highlights the key role of intangible cultural heritage in national cultural construction and points out the direction for how intangible cultural heritage can be connected to contemporary life. The issuance of the Notice reflects two cultural phenomena in contemporary society that exist in the protection and inheritance of intangible cultural heritage:

The first is to rely on the mobility of the tourism industry to realize the inheritance and practice of internal cultural education, so that the ideology and humanistic spirit contained in traditional culture become the source of strength to enhance the national spiritual power. At present, the mainland is in a special period of demand for the construction of cultural values, and intangible cultural heritage continues to participate in the development of the tourism industry and help the cultural industry prosper. In this process, the cultural connotation and cultural value of intangible cultural heritage are deeply explored, and the wisdom and emotional creation of people's life condensed in it are summarized and refined, so that people can feel the achievements and development concepts of national cultural construction in the tourism experience, and experience the emotions and life concepts of the people in tourist destinations.

The second is to use tourism as a carrier to display China's excellent traditional culture, realize flexible cultural exchanges, and widely participate in the dialogue of world civilizations. Today's China is actively building an equal, open and cooperative foreign cooperative relationship, so that the ideas and concepts of traditional culture can display the soft power of national culture through tourism appreciation and interaction.

The Notice puts forward general requirements from three levels: tourism development, protection and inheritance of intangible cultural heritage, and integration of intangible cultural heritage and tourism. To carry out tourism utilization under the premise of protection and creative protection in tourism utilization, it is necessary to continuously balance the relationship between "protection" and "utilization". It is proposed that intangible cultural heritage and tourism should be integrated in form and connotation, and the environment and space for inheriting intangible cultural heritage should be protected and the legitimate rights and interests of inheritance groups should be protected.

The establishment of "inheritance environment and space" ensures the formation of life connections and ideas between groups, and its existence is usually a long process and very fragile. While taking intangible cultural heritage as a tourism cultural resource, on the one hand, it is necessary to ensure that cultural display cannot be separated from the cultural space on which the main body of intangible cultural heritage depends; On the other hand, it is necessary to respect the cultural autonomy and consciousness of intangible cultural heritage subjects, and respect the willingness of intangible cultural heritage groups to actively integrate into tourism and participate in cultural creation.

Safeguarding the legitimate rights and interests of intangible cultural heritage subjects and safeguarding the continuity and sustainability of cultural ecology are necessary prerequisites for the integration of intangible cultural heritage and tourism. How to ensure that the cultural ecology of intangible cultural heritage can still maintain the integrity and rationality of its living environment in the tourism space, so that intangible cultural heritage and tourism industry can achieve more balanced and full development, is a major problem for the integration of intangible cultural heritage into tourism. Among them, it is necessary to give full play to the role of the government and relevant management departments in guiding implementation, supervision and management, and encourage qualified cultural heritage projects to participate in tourism activities. In the process of integrating intangible cultural heritage and tourism, if there is any wanton violation of the law of cultural development, it should be stopped in a timely manner; Establish a sound business environment and cultural and tourism operation mechanism for tourism enterprises, regularly conduct intensive training for groups related to intangible cultural heritage tourism operations, so as to "learn first and then take up the job", and ensure that the cultural and tourism operation mechanism has rules to follow and standardizes operation; Strengthen the awareness of cultural protection among intangible cultural heritage owners, and help cultural owning groups participate in tourism operations when conditions permit.

From an operational point of view, the Notice puts forward eight aspects: "strengthening project sorting, highlighting the characteristics of categories, integrating into tourism space, enriching tourism products, setting up experience bases, protecting cultural ecology, cultivating characteristic routes, and carrying out two-way training", providing directional guidance for the implementation of the in-depth integration of intangible cultural heritage and tourism.

First of all, to "strengthen the sorting of items" and "highlight the characteristics of categories", it is necessary to clearly understand the six categories of intangible cultural heritage content in the Intangible Cultural Heritage Law, and establish the classification evaluation and use standards for heritage items according to local conditions according to the suitability of different categories of heritage items that can be integrated into tourism. Then, according to the category, it accurately docks with tourism industry projects, and implants the cultural concepts and cultural values of intangible cultural heritage into the whole process of tourism projects through cultural content production. This process requires a firm grasp and screening of intangible cultural heritage items entering the tourism market, and intangible cultural heritage items that are not suitable for tourism should be resolutely rejected.

Secondly, "integrating into the tourism space and protecting the cultural ecology" is a suggestion for the protection of cultural ecological vulnerability. Integrating into the tourism industry and developing appropriate tourism products can promote the good inheritance of intangible cultural heritage in the wave of modernization, and play an important role in maintaining the balance of cultural ecosystems and sustainable cultural development.

Thirdly, "enriching tourism products, setting up experience bases, and cultivating characteristic routes" puts forward the direction of intangible cultural heritage product design from the perspective of the construction of intangible cultural heritage tourism product system. To promote the integration of intangible cultural heritage into tourism, it is necessary to design tourism products that conform to the aesthetics of modern art and have the value of the times. The production of tourism commodities, the design of tourism routes, and the synchronization of tourism supporting facilities all require innovative and open content production without changing cultural meaning. The production of intangible cultural heritage products needs to not only meet the public's aesthetic expectations for public cultural consumption, but also reflect the unique cultural symbols of each intangible cultural heritage item.

Finally, "carrying out two-way training" is the foundation for cultivating talents for the deep integration of intangible cultural heritage and tourism. It is necessary to enable cultural researchers and tourism market groups to interact in both directions, fully communicate, and jointly understand the process of industrialization of intangible cultural heritage tourism from the concept of intangible cultural heritage protection, so as to innovate and launch intangible cultural heritage tourism products that meet the needs of the people.

In short, it is necessary to correctly understand the relationship between cultural inheritance with intangible cultural heritage as the theme and the development of the tourism industry. Adhering to the principle of using culture to shape tourism and highlighting culture with tourism, and promoting the deep integration of culture and tourism is a full embodiment of the vitality of national culture and the sustainable development of national economy. Whether from the perspective of national policy guidance or the inheritance function and development path of intangible cultural heritage itself, the integration of intangible cultural heritage into modern tourism development in the most appropriate way can be described as timely and promising. (Xiao Fang, Zhou Qianqian)

Source: China Tourism News